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The Welsh

Rarebits

Collection

Harnessing food tourism for the Welsh Rarebits Collection

True believers that the personality of a property is just as important as the personality of its owners, The Welsh Rarebits Collection, commissioned Equinox in 2017 to deliver a highly targeted eight-week campaign to keep brand top of mind across the autumn shoulder season and drive traffic to its website for bookings with member hotels.

Tactics​

Leading with a theme of ‘Croeso’ or ‘Welcome’, we developed a campaign focusing on food tourism, provenance and local produce unique to the Welsh hospitality sector by:
 

  •  Reaching out to national UK editorial features (newspapers, online & magazines)
     

  • Developing a UK-national media competition to win a night’s stay at each of the 30 luxury hotels in the Welsh Rarebits Collection
     

  • Ten short videos for social media and online press showcasing key Welsh food and drink experiences on offer at venues within The Collection.

Results​

  • Over 30 x UK national and local media features and news items (print, broadcast and online)

 

  • Over 10 minutes of national broadcast coverage (BBC Radio Wales – ‘Dot Davies’ show)

 

  • 20 million opportunities to see / hear about campaign through media

 

  • 0.5 million through social media

 

  • 35% increase in page followers across the four campaign social channels (Facebook, Twitter, Instagram, Pinterest)

 

  • 20,000 unique visitors to website generated by the eight-week campaign up 28% on same period last year